The Loyalty Effect of CRP Participation and Customer Tenure In CRPs, a complex set of exchange interactions occurs: the firm offers the reward, the current customer makes the referral, and the noncustomer potentially acts on the referral and purchases from the firm (Ryu and Feick 2007). The payment of the reward is contingent on the success of the referral: the current customer receives the referral reward from the firm only if the referral leads the noncustomer to purchase the product. We focus on the impact of the reward on the relationship between the referring customer and the firm subsequent to the customer's participation in a CRP. In this context, we find no studies that investigate the effectsof a voiced recommendation on the recommender's atti- tudes and behavior, even though greater understanding of this mechanism would offer valuable insights for improving customer loyalty and the profitability of CRPs.